Influence of Integrated Marketing and Brand Image on Intention to Buy Franchise Drink Company in Surabaya

被引：0

作者：

Arifin, Darma Fathurahman ^{[1
]}

Kodrat, David Sukardi ^{[1
]}

机构：

[1] Univ Ciputra, Fac Management & Business, Magister Management Program, Surabaya, Indonesia

来源：

7TH INTERNATIONAL CONFERENCE ON ENTREPRENEURSHIP (7TH ICOEN) | 2021年

关键词：

integrated marketing communication; brand image; buying intention; franchise; Surabaya;

D O I：

10.18502/kss.v5i5.8808

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research examined the influence of integrated marketing communication and brand image on the intention to buy a franchise drink business in Surabaya. The Partial Least Square-Structural Equation Modeling (PLS-SEM) quantitative method was used to analyze the data, which were collected by purposive sampling. The sample included 75 individuals. Results of a questionnaire were processed by the software SmartPLS 3.0. Integrated marketing information communication had a positive impact.

引用

页码：184 / 193

页数：10

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